For over two decades, Beyblade has been the brand that effortlessly turned school lunch tables into high-adrenaline stadiums and friends into sworn rivals. But with the launch of Beyblade X, the series has gone from nostalgic classic to next-generation juggernaut. And it’s not just because the tops are faster. From tech innovations to community-powered global tournaments, this new era of the Beyblade franchise is engineered to hit harder, spin faster, and pull even longtime fans back into battle.
We sat down with ADK, the global licensing partner behind the Beyblade franchise, to talk about how Beyblade X is reshaping the franchise, winning over new players while giving returning Bladers a reason to say: “Let it rip” one more time.
A Defining Moment for the Beyblade Franchise
In your opinion, what makes Beyblade X a defining moment for the franchise?
“The fourth generation of the franchise, BEYBLADE X, takes it to the next level, both in gameplay and global expansion. The new X-Celerator Gear System reimagines how battles are done, bringing a never-before-seen level of speed and intensity to the game. Additionally, the franchise is more globally connected than ever thanks to events like the World Championship and the integration of physical and digital play. We’ve seen this generation bring back longtime fans, while capturing a whole new generation of Bladers.”
The rips are sharper. The launches are louder. The fandom is larger. And with Beyblade X, the stakes feel higher,
New Era, Same Nostalgic Spirit
What do you think Beyblade X brings to a new generation that longtime fans will still recognize?
“Beyblade X brings an exciting new energy to the franchise, but doesn’t forget the core elements that longtime fans love, from the fast-paced battles and customizable tops to the epic competitions. New elements keep things fresh, including the new X-Celerator Gear System that entices new players. But at its heart, BEYBLADE X is still about launching your Bey and letting it rip – and that’s what’s keeping both new fans and returning fans hooked.”
Shaped by Nostalgia, Designed for Today
Why do you think Beyblade has stayed globally relevant for over two decades?
“It’s no secret that there’s something special about BEYBLADE that has kept it so relevant for so long. BEYBLADE taps into something universal. Its friendly competition, creativity, and the joy of play keep fans coming back while still growing the community. It’s hands-on, fast-paced and offers customizability, which gives fans a real sense of ownership and strategy. Over the past two decades, the franchise has evolved with each generation, but doesn’t lose its core spirit. The excitement of the battle always feels fresh, and that timeless energy is what’s kept it alive across cultures and decades!”
That universal thrill of strategy, skill, and spinning chaos is why playgrounds and anime forums alike still light up every time a new Beyblade generation drops.
Many Cultures, One Spirit
How did you localize the brand across cultures while keeping its core identity?
“While we know that the brand’s core identity is universally beloved, we also recognize the importance of really listening to each community, from how kids play, what part of the story excites them, and more. Whether it’s through localized tournaments, language-specific dubs, or culturally relevant marketing, we tailor the experience while keeping the brand’s core spirit front and center.”
It’s not one-size-fits-all. Beyblade thrives when it listens. With Beyblade X, ADK has been paying attention to every corner of the fandom.
Excitement in Motion
What’s a moment in Beyblade X that made you emotional or proud?
“This month, I was on the ground at Anime Expo, where we held the World Championship U.S. qualifying tournament for bladers 13+. It was incredible seeing firsthand the level of excitement for the franchise, with more than 350 fans lining up to compete (some arriving at 2 a.m.!). We’ve been building BEYBLADE X for the past few years, and seeing the passion and excitement that both returning and new fans have for the franchise made us so appreciative of Bey-fans everywhere!”
The Fans Are the Fuel Behind the Franchise
What kind of fan feedback are you already seeing with the Beyblade X Beyblades and tournaments?
“The fan response to BEYBLADE X has been electric. Bladers are blown away by the speed and intensity of the new products – the competition has never been more fierce. We’re seeing longtime fans excited to return and a whole new wave of Bladers joining the community for the first time. Fans have been buzzing this summer about the World Championship tournaments. We feel the excitement on the ground and see it in conversations happening on social media. This generation is taking the franchise to new heights.”
Nostalgia and Innovation Breathes Longevity
How does ADK balance nostalgia with innovation?
“The team here at ADK strikes that balance by honoring the legacy while being bold in our decisions of how to push the brand forward. We know what made BEYBLADE iconic, from the spirit of competition, the customizable tops, and the stories that resonate with fans. We strive to keep those elements front and center, but with every generation, we also challenge ourselves to innovate.”
Built With the Fans, Not Just For Them
How important is community engagement when marketing a legacy franchise like this?
“Community engagement is key when marketing a legacy franchise like BEYBLADE. The passion and creativity of Bey-fans have always helped the brand thrive, whether it’s kids battling on the playground, collectors customizing their Beys, or fan clubs organizing tournaments together. We never want to think of it as marketing to the community; rather, we aim to market with them. From fan-driven content and influencer partnerships to regional tournaments and online challenges, we strive to make our fans feel seen, heard, and involved to build a two-way connection.”
How Beyblade Still Rips The Competition in 2025
What trends do you think help Beyblade thrive in today’s world of fandom?
“BEYBLADE thrives because it taps into many current fandom trends, including hands-on play, customization, competitive gaming, and storytelling all in one. BEYBLADE X offers something truly special for fans – an experience they can interact with both physically and emotionally. The rise of content creation on platforms like TikTok has also been key, as it lets Bladers share battles, unboxings and strategies globally. Lastly, the nostalgia trend inspires longtime fans to introduce the brand to their own kids, creating a multi-generational fandom that feels fresh and familiar all at once.”
Fans Went Wild for This One
What innovations in Beyblade toys have fans gone wild over?
“Fans have really loved the X-Celerator Gear System in BEYBLADE X. The way the new gears interact with the stadium’s X-Celerator Rail creates never-before-seen speed and explosive battles. The burst mechanics are sharper, the customization options are more extensive, and the new launchers offer more precision and power, which adds real strategy and intensity to the battles. It’s innovation that fuels excitement!”
Let It Rip… Everywhere!
Any plans for more fan conventions or Beyblade tournaments?
“Yes, absolutely! We’re excited to keep growing the BEYBLADE community with more fan tournaments worldwide. Looking beyond the World Championship this year, we can’t wait to celebrate our passionate community with innovative experiences that are designed to bring fans together across all generations next year and beyond.”
From school cafeterias to living rooms and international conventions, Beyblade has always been more than just plastic tops and launchers. It’s a culture, a community, and a connection across generations. With Beyblade X, the franchise isn’t just evolving, it’s accelerating. And as it continues to rip ahead, one thing’s for sure: no matter where you are in the world, if you hear the words “3,2,1..Let it rip!”, you already know, you’re part of something bigger.
To find out more about the Beyblade world championships, please see here.
